How to Use and Track New Media - Marketing Schools, Programs & Kids Camps
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The document discusses effective marketing strategies using new media, focusing on how to optimize the marketing mix and understand the decision-making process of parents. It outlines the prospect funnel stages, highlights the importance of brand reputation, community involvement, and communication with current families, and emphasizes the need for a strong online presence. Additionally, it provides tools and techniques for measuring social media engagement and analyzing audience behavior to improve marketing ROI.
How to Use and Track New Media - Marketing Schools, Programs & Kids Camps
- 1. MEDIA DISCUSSION USING NEW MEDIA TO MAKE MORE EFFECTIVE MARKETING CHOICES October 28th, 2014 – Our Kids Marketing Academy
- 2. who Nadia & Daniela Duriavig Partner, wink11 • Boutique consultancy • 25 + yrs marketing + engineering • digital media • marketing strategy • social media specialists nadia@thisiswink.com | daniela@thisiswink.com
- 3. where you’re at How do you make effective decisions How do you optimize your marketing mix How do you leverage new opportunities Do you have a plan?
- 4. Always start with your business
- 5. your target How do you find them How are your parents making their decisions How are your parents doing their research What is the lifecycle of their decision making process
- 6. Prospect Funnel AWARENESS RESEARCH + FAMILIARITY DEVELOPING AN OPINION SHORTLIST CONSIDERATION DECISION + PURCHASE ADVOCATE
- 7. Prospect Funnel: Awareness AWARENESS RESEARCH + FAMILIARITY DEVELOPING AN OPINION SHORTLIST CONSIDERATION DECISION + PURCHASE ADVOCATE I need to start thinking of schools, I’m looking around, what’s accessible
- 8. Prospect Funnel: Research + Familiarity AWARENESS RESEARCH + FAMILIARITY DEVELOPING AN OPINION SHORTLIST CONSIDERATION DECISION + PURCHASE ADVOCATE RESEARCH/ FAMILIARITY what are the best, what is important to me, how much $
- 9. Prospect Funnel: Shortlist AWARENESS RESEARCH + FAMILIARITY DEVELOPING AN OPINION SHORTLIST CONSIDERATION DECISION + PURCHASE ADVOCATE like minded, good reputation, what do current/past parents think
- 10. Prospect Funnel: Consideration AWARENESS RESEARCH + FAMILIARITY DEVELOPING AN OPINION SHORTLIST CONSIDERATION DECISION + PURCHASE ADVOCATE questions, visits research,
- 11. Prospect Funnel: Decision + Purchase AWARENESS RESEARCH + FAMILIARITY DEVELOPING AN OPINION SHORTLIST CONSIDERATION DECISION + PURCHASE ADVOCATE this is my top choice
- 12. Prospect Funnel: Advocate AWARENESS RESEARCH + FAMILIARITY DEVELOPING AN OPINION I love the experience, I am part of the community, I love to tell stories and SHORTLIST CONSIDERATION DECISION + PURCHASE ADVOCATE share with others
- 13. Key points of influence PROSPECTS current students/ families partners RDB/USP TIMING/ CYCLES geographical /location Community support/ interaction
- 14. Define Your Brand Examine all your assets: • Reputation – how can you seed, how can you capture • Community involvement – are you affiliated with other business/ organizations in the community • Teachers – they are the building blocks of your school – how can you communicate their stories • Your difference (RDB/USP) – strong, consistent, frequent • Your families (WOM) – use SM/UCG to capture the stories and celebrations of your current students • how are you communicating your culture Distill to 3 key points
- 15. why below the line? Unique channel opportunities: • optimize investment • highly measurable • ability to target • maximize messaging/rich content
- 16. How can you intersect with them? AWARENESS RESEARCH + FAMILIARITY DEVELOPING AN OPINION + SHORTLIST CONSIDERATION DECISION + PURCHASE ADVOCATE Web, targeted print, DM, SEO/SEM, mobile, decision making tools, partners, SM Web, 3rd party advocates, decision making tools, SM SM, Facebook, blogger, forums, WOM Frontline CSR’s, web, Facebook, WOM Lead management process, sign up SM, WOM, UGC
- 17. Your website MyschoolXXX.com Is your website working hard enough for you? • Audit: ! Key destination for information gathering ! Lead generation ! Decision making tools ! CTA’s ! Immersive landing pages ! UX ! Communicate your brand ! Communicate your culture ! Email outreach/referral program
- 18. Online Expand web info/CTA/lead capture to other areas • Online advertising, google adwords, PPC • SEO/SEM • Micro targeting • Partnerships • Content seeding
- 19. Social Media, • Create active fans • Leverage passion and connection to your community • Leverage natural behaviors of parents and students • Document key moments of truth • Authentic examples of your culture in action • UGC and original content development can be a key factor in the decision making process • Visual search is gaining momentum • Testimonials, alumni feedback
- 20. On site and virtual • Leverage existing events already happening • Content opportunities, are you capturing • Perfect fit for SM • Prospect opportunities
- 21. Lead management process • Website • Online • What is your process • Email outreach • CSR approach • Follow up/invitation • Evaluate effectiveness
- 22. Wrap-up • New media options are agile, flexible and measurable • Evaluate regularly and identify holes • Identify new areas to experiment • Re-visit atleast 2/yr and tweak • Leverage your staff • Find good partners who get your business • Re-examine social media strategy and decide how and where to use • Understand cycles of consideration and that you may have to hit prospects at a couple of different places to ultimately influence • Consider expanding your web presence; look at the different content buckets you need to facilitate prospects at every point
- 23. QUANTIFYING BEHAVIOUR Understanding Social Media Analytics And Tools
- 24. What are we trying to do? QUANTIFY engagement DRIVE conversations CAPTURE prospects MEASURE influence UNLOCK value
- 25. Meaningful metrics: Measure AWARENESS, ACQUISITION, RETENTION Connect social media activities to BUSINESS OBJECTIVES Evaluate your programs so you know WHAT’S WORKING AND WHAT’S NOT
- 26. ROI of social media AD VALUE • brand recognition, impressions PR VALUE • sharing success stories ACQUISITION • referrals, new business, influence CUSTOMER TOUCH POINT • client support, information sharing RESEARCH • insights, what’s working for others RELATIONSHIPS • brand loyalty, networking, community building
- 27. Primary social channels Choose 3 to start: • Blog • Facebook • Twitter • Also: YouTube, Instagram, Pinterest
- 28. Need to define:
- 29. How to measure acquisition? increase in followers/likes more subscribers reach in new target audiences growth in traffic more leads, hand-raisers
- 30. How to measure engagement? comments ratings reviews questions shares retweets direct messages visits hashtag tracking
- 31. ToolKit: Leverage your blog content Create content for the blog, then feed to Facebook and Twitter from there. Add social sharing buttons so others can share. Use tags and add links to optimize SEO and engagement. Encourage natural inbound links.
- 32. Most people who are looking for you online will start with Google. How can you make sure they find you? SEO
- 33. ToolKit: Google Keyword Planner • Use targeted keywords and phrases to increase traffic • Get the RIGHT visitors to your site • Write powerful SEO-rich headlines • Match the content of your blog to what people will be searching for in Google Google Adwords is built on keywords, based on data that shows which keywords are popular for each industry and website. Use Keyword Planner to select the best keywords.
- 34. ToolKit: Google Alerts Monitor your brand Monitor competitors brands Monitor key words and phrases • Organization name • Name of key staff • Program names • Campaign names • Events • Local content
- 35. ToolKit: Google Event Tracking Use event tracking in GA to assess your online programs. Add code to image, tab, button, graphic, or text link to track. Track THINGS rather than pages. How many people click on your subscribe button? What happens when you move it to another location?
- 36. ToolKit: Facebook Insights Measures Facebook reach and engagement
- 39. ToolKit: Tweetreach Track twitter activity and reach
- 41. ToolKit: Google Analytics Insight into your visitors’ behaviour